North Social Case Study | HK AndersonDocument Transcript
User Case Study | CPG HK Anderson Pretzels Profile American pretzel maker H.K. Anderson has grown from a small storefront bakery in Lancaster, PA in 1888 to a snack brand with nationwide distribution. Their approach has been to provide families Social Snapshot with a healthy alternative in this food category with creative pretzel- based snacks. While most competitors harvesting snack foods focus Objective: Grow the H.K. Anderson Facebook on taste at the expense of nutrition, H.K. Anderson takes an page by 10,000 ‘likes’ to have a substantial base alternative approach. On National Pretzel Day 2011, the company of fans to engage with throughout the promotional committed to using all-natural ingredients across its product line and calendar and to drive to on- and off-line channels differentiated the brand in a crowded industry. for purchase. However, without the marketing resources of the largest pretzel Solution: Use North Social apps to customize brands (Rold Gold, Snyder’s), H.K. Anderson faced a series of their page and launch a social sampling challenges competing for consumers’ taste buds. promotion while creating a rich, interactive environment to discuss the products, brand, and Objective benefits of healthy snacking. Finding a home in the American pantry meant competing with Key Measurements: household pretzel brands, the 3 largest of which account for over 75% Gained over 10,000 new fans within 24 hours of all unit purchases. To bring awareness to their brand’s healthy line using the Sweepstakes app to launch multiple of snacks and eyes to their shelf space in the snack aisle, H.K. promotions. Anderson decided to launch a product sampling program. Collected over 9,000 email addresses of their Traditional in-store sampling would require costly hiring and target market of mothers and social media training of a temporary sales force, renting floor space, and influencers. transporting all promotional materials. As an alternative, an innovative social sampling program enabled by North Social’s Sweepstakes app HK-ANDERSON.COM would provide in-roads to their target market at a fraction of traditional HTTP://FACEBOOK.COM/HKANDERSON sampling costs. To ensure maximum participation in the sweepstakes, the Marketing Communications team at H.K. Anderson conducted extensive blogger outreach. The promotion received coverage on many giveaway-focused blogs, providing significant awareness.“North Social apps enabled H.K. Anderson to ac7vate a high impact product sampling program that quite honestly would’ve taken months to plan and execute. Our custom page now allows us to reach and connect more eﬃciently with key consumers.” Steve Robinson, Director of Business Development
User Case Study | CPG The Results H.K. Anderson’s social sampling offer went viral quickly,growing their fan count from 278 fans pre-promotion to over 10,000fans within 24 hours. Entrants were encouraged to share the offerwith their friends and all entrants received free pretzel samples viamail. By using North Social’s Sweepstakes app to run their productsampling effort, H.K. Anderson also collected the email and homeaddresses of 9,126 target customers. They are now able toactivate physical and digital coupons and create awareness fornew products. Overall, the sampling program was a tremendoussuccess and has enabled H.K. Anderson to amplify their marketingprograms and increase engagement with their fans post-purchase. Once the campaign ended, H.K. Anderson quickly shiftedgears and continued to leverage their page’s influx of traffic. NorthSocial’s Video Channel app provided a solid platform forshowcasing branded content. In activating the Partner Pages app,H.K. Anderson was able to engage in cross-promotional effortswith like-minded businesses and organizations. North Social Apps UsedH.K. Anderson used the following mix of apps to get moreimpact from their Facebook Page: Sweepstakes First Impression Video Channel Partner Pages Want results like these? Customize your own Facebook Page with apps for fan growth, promotions, content distribution, e-commerce, and more. Start your 14-day free trial.